There has been a lot of talk recently about the bad unfavorable ratings of the two parties’ frontrunners. I thought I would share some numbers in great detail to show just how deep those negative numbers really are, according to the latest poll by Zogby Analytics. The online poll was conducted among 1,792 likely voters nationwide from March 18-21 and has a margin of sampling error of +/-2.4 percentage points. This is a large sample which enables us to dig down deeply into smaller demographic groups.

Donald Trump has a 36% favorable rating to 59% unfavorable. Only 5% are not familiar enough or not sure so there is little room for growth. A majority of every subgroup has a negative view of the real estate mogul, except for Republicans who tilt 61% favorable-36% unfavorable, conservatives (56%-39%), and NASCAR Fans, who are 48% favorable and 45% unfavorable.

Among the remainder of the groups, he is seen in a bad light. His unfavorable ratings are 52% with men, 66% women, 74% 18-29 year olds, 58% 30-49 year olds, 57% 50-64 year olds, and 53% among voters over 65. Of course Democrats give him an 81% unfavorable rating, but so do 58% of independents, 64% of moderates, 54% whites, 71% Hispanics, 79% African Americans, 66% Asians, 51% Catholics, 51% of Born Again/evangelicals, 55% members of the Investor Class, 61% of the Creative Class, and 54% of Weekly Wal-Mart Shoppers.

These are stunning numbers and, when taken alone, seem to give his likely Democratic opponent, Hillary Clinton, a huge advantage in the general election. That is, until we look at her numbers. Her overall favorable rating is only 41%, while 54% view her unfavorably. But that is not all. Stated simply, her numbers are really not better. Majorities of most subgroups view her unfavorably as well: men 56%, women 53%, 18-29 year olds 59%, 50-64 year olds 58%, 63% of those over 65, 85% of Republicans, 62% of independents, 78% of conservatives, 63% of whites, 56% of Catholics, 68% of Born Again/evangelicals 53%, 53% of the Investor Class, 50% of NASCAR Fans, 53% of the Creative Class, and 52% of Weekly Wal-Mart Shoppers. She is bolstered by her support among Democrats (75%-22%), liberals (66%-32%), Hispanics (67%-28%), African Americans (77%-19%), and Asians (60%-31%).

She will need to work on her support among 30-49 year olds who only give her right now a 47%-46% rating, as do moderates (48%-47%).

Clearly both candidates have serious problems. In both cases, they are extremely well-known so it will be difficult to go through a process of “reinvention.” These days there are so many media outlets thus, in the words of Sandy Shaw’s song in the 1960s, “There is always something there to remind me.” The process of changing images, personas, statements, character traits or even physical appearances, is a whole lot more difficult than it ever has been. America – and the world – knows Donald Trump and Hillary Clinton – and they do not like what they see. And this is even before the two start punching and counter-punching.

Trump has little chance to significantly boost his numbers with non-whites so his strategy is to increase the numbers of white voters. John McCain and Mitt Romney both received 57% of the shrinking white vote. Trump will have to depress the numbers of young voters, especially the 40% who are non-white voters. He will also have to obtain approximately 65% of the total white vote in a normal turnout election. That is a tall order. With 63% of whites in this latest Zogby Poll having an unfavorable opinion of him, he will have to reinvent himself completely. Remember, he is almost universally known already and his supporters probably would not be too keen on his changing his approach. Actually, he might just scare white voters into voting against him.

Clinton, for her part, will have to rely on attacking Trump to scare her base and get them to turn out in numbers at least close to the percentages who turned out to vote for Barack Obama in 2008 and 2012. In this case, in particular, it will be critical for the President, Elizabeth Warren and Bernie Sanders to drum up support for Clinton – as well as scare as younger voters (especially women) to vote against Trump.

But neither party can rest assured about anything now. These are stark numbers for both frontrunners.